$100 Billion Creative Goal: Musawa Unveils Nigeria’s Biggest Cultural Monetization Drive Ever
✍️ By: IDNN Business & Innovation Desk
Nigeria’s Minister of Art, Culture, and the Creative Economy, Hannatu Musawa, has announced an audacious roadmap to turn Nigeria’s rich culture into economic gold — projecting a $100 billion industry value by 2030.
Musawa announced after the sixth Federal Executive Council (FEC) meeting on Monday, calling it “the beginning of a new creative revolution.”
“We’re unlocking a new revenue stream through the monetization of Nigeria’s tangible and intangible cultural assets,” she said.
THE STRATEGY:
The Ministry has signed a Memorandum of Understanding (MoU) with Moby, a global museum and cultural asset agency, to monetize:
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Artifacts
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Historical landmarks
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Heritage sites
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Creative content (films, music, literature)
“We’re creating an industry that grows organically, fuels job creation, and boosts national pride,” Musawa added.
THE GOALS:
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🎯 $100bn economic value by 2030
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🎯 2 million jobs to be created by 2027
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🎯 Tourism-to-GDP contributions to double
The monetization process will roll out in four phases, starting with a comprehensive valuation of Nigeria’s cultural assets.
IDNN INSIGHT:
This marks a paradigm shift in policy. Nigeria, long known for exporting Afrobeat and Nollywood brilliance without structured returns, is now positioning itself as a global creative powerhouse with structured monetization architecture.
The youth-dominated population and Nigeria’s 500+ languages and 250 ethnic groups provide a limitless canvas for artistic, tourism, and cultural value creation.
WHAT YOU SHOULD KNOW:
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Nigeria is #2 in global movie production (Nollywood)
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Afrobeat music has surpassed 1 billion streams monthly
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70% of Nigeria’s 210m population is under 30 — a creative engine
